Gemini

By Google. No UTM value documented yet.

What works today

Gemini on the web sends https://gemini.google.com/ as the referrer: the origin only, from source links and from links the user pasted. Its links use rel="noopener" without noreferrer, exactly as recommended. From September 18 to 28, 2026, Gemini links also carried utm_source=gemini (and geminiforbusiness for Workspace).

As of 2026-10-20.

Status

Rows are tests, columns are surfaces. Select a cell to see each link location, the date, the method and the evidence. Reported means a third-party report we have not yet verified first-hand. See how we test.

Test
Web
iOS app
Android app (incl. assistant)
Workspace
REF-01 Referrer present

Works (2026-10-20)

  • Inline citation in an answer: Works · 2026-04-21 · Reported. Links in chat answers passed a referrer in a desktop browser (WISLR test, April 12, 2026). Other link locations were not covered. Source Data
  • Sources / citations panel: Works · 2025-05-26 · Reported. Cited links passed the referrer (Ahrefs). Source Data
  • Search result or link cards, Shopping / product cards, Map / place cards, Canvas / document / artifact view, Shared conversation page (public share link): Untested.
  • Deep research / research report: Missing · 2025-05-26 · Reported. Links in the "Researching websites" section of Deep Research did not pass a referrer (Ahrefs). Source Data
  • Link or URL written in answer text: Works · 2026-10-20 · Verified (manual) · Chrome 155.0.8059.85 / macOS 27.2. document.referrer: https://gemini.google.com/ Landing URL: https://www.rfc-editor.org/rfc/rfc9110.html Clicked the "RFC 9110 HTTP Semantics" source link in the answer text. Data
  • Link the user pasted, echoed back: Works · 2026-10-20 · Verified (manual) · Chrome 155.0.8059.85 / macOS 27.2. document.referrer: https://gemini.google.com/ Landing URL: https://main--attribution-now--keepthebyte.aem.page/t/mrg-01?a=1&b=2 Clicked the echoed mrg-01 link; the test page showed document.referrer https://gemini.google.com/. Data

Reported: missing (2026-09-06)

  • All link locations: Missing · 2026-09-06 · Reported. WISLR: Gemini apps "send no referrer". Tested before the September 2026 UTM rollout. Source Data

Reported: missing (2026-09-06)

  • All link locations: Missing · 2026-09-06 · Reported. WISLR: Gemini apps "send no referrer". Tested before the September 2026 UTM rollout. Source Data

Untested

  • Inline citation in an answer, Sources / citations panel, Deep research / research report, Canvas / document / artifact view, Link or URL written in answer text, Link the user pasted, echoed back: Untested.
REF-02 No full-URL leak

Works (2026-10-20)

  • Inline citation in an answer, Sources / citations panel, Search result or link cards, Shopping / product cards, Map / place cards, Deep research / research report, Canvas / document / artifact view, Shared conversation page (public share link): Untested.
  • Link or URL written in answer text: Works · 2026-10-20 · Verified (manual) · Chrome 155.0.8059.85 / macOS 27.2. document.referrer: https://gemini.google.com/ Origin only; no conversation path or ID. Data
  • Link the user pasted, echoed back: Works · 2026-10-20 · Verified (manual) · Chrome 155.0.8059.85 / macOS 27.2. document.referrer: https://gemini.google.com/ Origin only. Data

Untested

  • Inline citation in an answer, Sources / citations panel, Search result or link cards, Map / place cards, Deep research / research report, Link or URL written in answer text, Link the user pasted, echoed back: Untested.

Untested

  • Inline citation in an answer, Sources / citations panel, Search result or link cards, Map / place cards, Deep research / research report, Link or URL written in answer text, Link the user pasted, echoed back: Untested.

Untested

  • Inline citation in an answer, Sources / citations panel, Deep research / research report, Canvas / document / artifact view, Link or URL written in answer text, Link the user pasted, echoed back: Untested.
REF-03 Link markup (web only)

Works (2026-10-20)

  • Inline citation in an answer, Sources / citations panel, Search result or link cards, Shopping / product cards, Map / place cards, Canvas / document / artifact view, Shared conversation page (public share link): Untested.
  • Deep research / research report: Missing · 2025-05-26 · Reported. "Researching websites" links in Deep Research used noreferrer (Ahrefs). Source Data
  • Link or URL written in answer text: Works · 2026-10-20 · Verified (manual) · Chrome 155.0.8059.85 / macOS 27.2. rel="noopener" without noreferrer; page referrer policy origin. Data
  • Link the user pasted, echoed back: Works · 2026-10-20 · Verified (manual) · Chrome 155.0.8059.85 / macOS 27.2. rel="noopener" without noreferrer. Data
n/a
n/a

Untested

  • Inline citation in an answer, Sources / citations panel, Deep research / research report, Canvas / document / artifact view, Link or URL written in answer text, Link the user pasted, echoed back: Untested.
UTM-01 UTM present

Missing (2026-10-20)

  • Inline citation in an answer, Sources / citations panel, Search result or link cards, Shopping / product cards, Map / place cards, Deep research / research report, Canvas / document / artifact view, Shared conversation page (public share link): Works · 2026-10-04 · Reported. utm_source=gemini first seen Sept 10, 2026; 100% of 4,235 captured links tagged on Sept 28; tags briefly disappeared after Sept 29 (Vizzybl). Source Data
  • Link or URL written in answer text: Missing · 2026-10-20 · Verified (manual) · Chrome 155.0.8059.85 / macOS 27.2. Landing URL: https://www.rfc-editor.org/rfc/rfc9110.html No utm_* parameter on source links, in the DOM or on the landing URL. Data
  • Link the user pasted, echoed back: Missing · 2026-10-20 · Verified (manual) · Chrome 155.0.8059.85 / macOS 27.2. Echoed links carry no utm_* parameter. Data

Reported: missing (2026-09-06)

  • All link locations: Missing · 2026-09-06 · Reported. WISLR: Gemini apps "tag none". Tested before the September 2026 UTM rollout; current app coverage unconfirmed. Source Data

Reported: missing (2026-09-06)

  • All link locations: Missing · 2026-09-06 · Reported. WISLR: Gemini apps "tag none". Tested before the September 2026 UTM rollout; current app coverage unconfirmed. Source Data

Reported: works (2026-10-04)

  • All link locations: Works · 2026-10-04 · Reported. Workspace traffic carries utm_source=geminiforbusiness (Vizzybl). Source Data
MRG-01 Keeps existing query

Works (2026-10-20)

  • Inline citation in an answer, Sources / citations panel, Search result or link cards, Shopping / product cards, Map / place cards, Deep research / research report, Canvas / document / artifact view, Link or URL written in answer text, Shared conversation page (public share link): Untested.
  • Link the user pasted, echoed back: Works · 2026-10-20 · Verified (manual) · Chrome 155.0.8059.85 / macOS 27.2. ?a=1&b=2 arrived intact (no tag is added, so the link is unchanged). Data

Untested

  • Inline citation in an answer, Sources / citations panel, Search result or link cards, Map / place cards, Deep research / research report, Link or URL written in answer text, Link the user pasted, echoed back: Untested.

Untested

  • Inline citation in an answer, Sources / citations panel, Search result or link cards, Map / place cards, Deep research / research report, Link or URL written in answer text, Link the user pasted, echoed back: Untested.

Untested

  • Inline citation in an answer, Sources / citations panel, Deep research / research report, Canvas / document / artifact view, Link or URL written in answer text, Link the user pasted, echoed back: Untested.
MRG-02 Keeps fragment

Works (2026-10-20)

  • Inline citation in an answer, Sources / citations panel, Search result or link cards, Shopping / product cards, Map / place cards, Deep research / research report, Canvas / document / artifact view, Link or URL written in answer text, Shared conversation page (public share link): Untested.
  • Link the user pasted, echoed back: Works · 2026-10-20 · Verified (manual) · Chrome 155.0.8059.85 / macOS 27.2. #section-2 intact in the link (no tag is added). Data

Untested

  • Inline citation in an answer, Sources / citations panel, Search result or link cards, Map / place cards, Deep research / research report, Link or URL written in answer text, Link the user pasted, echoed back: Untested.

Untested

  • Inline citation in an answer, Sources / citations panel, Search result or link cards, Map / place cards, Deep research / research report, Link or URL written in answer text, Link the user pasted, echoed back: Untested.

Untested

  • Inline citation in an answer, Sources / citations panel, Deep research / research report, Canvas / document / artifact view, Link or URL written in answer text, Link the user pasted, echoed back: Untested.
MRG-03 No overwrite

Works (2026-10-20)

  • Inline citation in an answer, Sources / citations panel, Search result or link cards, Shopping / product cards, Map / place cards, Deep research / research report, Canvas / document / artifact view, Link or URL written in answer text, Shared conversation page (public share link): Untested.
  • Link the user pasted, echoed back: Works · 2026-10-20 · Verified (manual) · Chrome 155.0.8059.85 / macOS 27.2. utm_source=newsletter kept (no tag is added). Data

Untested

  • Inline citation in an answer, Sources / citations panel, Search result or link cards, Map / place cards, Deep research / research report, Link or URL written in answer text, Link the user pasted, echoed back: Untested.

Untested

  • Inline citation in an answer, Sources / citations panel, Search result or link cards, Map / place cards, Deep research / research report, Link or URL written in answer text, Link the user pasted, echoed back: Untested.

Untested

  • Inline citation in an answer, Sources / citations panel, Deep research / research report, Canvas / document / artifact view, Link or URL written in answer text, Link the user pasted, echoed back: Untested.
MRG-04 Signed URLs untouched

Works (2026-10-20)

  • Inline citation in an answer, Sources / citations panel, Search result or link cards, Shopping / product cards, Map / place cards, Deep research / research report, Canvas / document / artifact view, Link or URL written in answer text, Shared conversation page (public share link): Untested.
  • Link the user pasted, echoed back: Works · 2026-10-20 · Verified (manual) · Chrome 155.0.8059.85 / macOS 27.2. Signed URL unchanged (no tag is added). Data

Untested

  • Inline citation in an answer, Sources / citations panel, Search result or link cards, Map / place cards, Deep research / research report, Link or URL written in answer text, Link the user pasted, echoed back: Untested.

Untested

  • Inline citation in an answer, Sources / citations panel, Search result or link cards, Map / place cards, Deep research / research report, Link or URL written in answer text, Link the user pasted, echoed back: Untested.

Untested

  • Inline citation in an answer, Sources / citations panel, Deep research / research report, Canvas / document / artifact view, Link or URL written in answer text, Link the user pasted, echoed back: Untested.

Lab-wide

Test
All surfaces
UTM-02 UTM consistent
Untested
UTM-03 UTM documented

Reported: missing (2026-10-01)

  • All link locations: Missing · 2026-10-01 · Reported. Search Engine Journal: the implementation "is undocumented". Source Data
OPS-01 Changelog
Untested

Next improvements

Each card has two prompts you can paste: one for a coding assistant working in your codebase, one to file a ticket.

Title

Document the UTM values

Surfaces
Web, iOS app, Android app (incl. assistant), Workspace
Tests
UTM-03
Summary
Gemini used utm_source=gemini and utm_source=geminiforbusiness from September 18 to 28, 2026, but the values are not in Google's public docs, so teams can't plan for them or tell when they change.
Suggested fix
Publish both values, and which surfaces use each, on a Gemini help page or the Search Central docs.
Copy prompt: fix in your coding harness
You are working in the codebase for Gemini (Web, iOS app, Android app (incl. assistant), Workspace).

Goal: improve attribution on outbound links so websites can see visits came from Gemini.

Current behavior (as of 2026-10-01, third-party report, not yet verified by attribution.now):
Gemini used `utm_source=gemini` and `utm_source=geminiforbusiness` from September 18 to 28, 2026, but the values are not in Google's public docs, so teams can't plan for them or tell when they change.

Target behavior:
- UTM-03: Value published in the lab's public docs/help.

Implementation guidance:
- Find where outbound links are rendered or opened for: inline citation in an answer; sources / citations panel; search result or link cards; shopping / product cards; map / place cards; deep research / research report; canvas / document / artifact view; link or URL written in answer text; link the user pasted, echoed back; shared conversation page (public share link).
- Web: remove `noreferrer` from citation links; keep `noopener`; set referrer policy to `origin` or `strict-origin-when-cross-origin`. Avoid `window.open(url, "_blank", "noopener,noreferrer")`.
- Add `utm_source=gemini` (the value already seen on links; publish it so sites can rely on it) using safe merging: keep existing query and fragment, never overwrite existing utm_* params, skip signed/expiring URLs.
- Native apps: open links so the platform passes what it can (Android Custom Tabs with an app referrer); rely on the UTM where no referrer is possible.
- Add tests using these vectors: https://attribution.now/tests#test-vectors

Verify by opening https://attribution.now/t/check from each changed surface; the page shows the referrer and UTM it received.

Reference: https://attribution.now/best-practices
Copy prompt: file a ticket
Create a ticket in our tracker for the following.

Title: Document the UTM values
Component: Web, iOS app, Android app (incl. assistant), Workspace — outbound links
Type: Improvement
Summary: Gemini used `utm_source=gemini` and `utm_source=geminiforbusiness` from September 18 to 28, 2026, but the values are not in Google's public docs, so teams can't plan for them or tell when they change.
Current behavior: as of 2026-10-01 (third-party report, not yet verified by attribution.now).
Why it matters: Websites receiving visits from Gemini count them as "Direct" traffic when no referrer or UTM arrives, which hides the value Gemini sends to publishers and brands.
Acceptance criteria:
- [ ] UTM-03: Value published in the lab's public docs/help.
Verification: open https://attribution.now/t/check from Web, iOS app, Android app (incl. assistant), Workspace and confirm the referrer/UTM shown.
References: https://attribution.now/labs/google-gemini · https://attribution.now/best-practices
Title
Surfaces
Web, iOS app, Android app (incl. assistant)
Tests
UTM-01, UTM-02
Summary
Gemini tagged links for 11 days in September 2026 and stopped on September 29. In that window, real Gemini clicks measured 2.1× what the referrer alone shows, mostly mobile visits with no referrer. Our October 20 web test found no tag on any link.
Suggested fix
Add utm_source=gemini to outbound links on the web and in the iOS and Android apps with a safe merge (keep existing query, fragment and utm_* values; skip signed URLs). On Android also set an app referrer when opening Custom Tabs.
Copy prompt: fix in your coding harness
You are working in the codebase for Gemini (Web, iOS app, Android app (incl. assistant)).

Goal: improve attribution on outbound links so websites can see visits came from Gemini.

Current behavior (as of 2026-10-20, manual test):
Gemini tagged links for 11 days in September 2026 and stopped on September 29. In that window, real Gemini clicks measured 2.1× what the referrer alone shows, mostly mobile visits with no referrer. Our October 20 web test found no tag on any link.

Target behavior:
- UTM-01: Landing URL contains `utm_source=gemini`.
- UTM-02: Same `utm_source` value on every surface and link location.

Implementation guidance:
- Find where outbound links are rendered or opened for: inline citation in an answer; sources / citations panel; search result or link cards; shopping / product cards; map / place cards; deep research / research report; canvas / document / artifact view; link or URL written in answer text; link the user pasted, echoed back; shared conversation page (public share link).
- Web: remove `noreferrer` from citation links; keep `noopener`; set referrer policy to `origin` or `strict-origin-when-cross-origin`. Avoid `window.open(url, "_blank", "noopener,noreferrer")`.
- Add `utm_source=gemini` (the value already seen on links; publish it so sites can rely on it) using safe merging: keep existing query and fragment, never overwrite existing utm_* params, skip signed/expiring URLs.
- Native apps: open links so the platform passes what it can (Android Custom Tabs with an app referrer); rely on the UTM where no referrer is possible.
- Add tests using these vectors: https://attribution.now/tests#test-vectors

Verify by opening https://attribution.now/t/check from each changed surface; the page shows the referrer and UTM it received.

Reference: https://attribution.now/best-practices
Copy prompt: file a ticket
Create a ticket in our tracker for the following.

Title: Tag every outbound link with utm_source=gemini
Component: Web, iOS app, Android app (incl. assistant) — outbound links
Type: Improvement
Summary: Gemini tagged links for 11 days in September 2026 and stopped on September 29. In that window, real Gemini clicks measured 2.1× what the referrer alone shows, mostly mobile visits with no referrer. Our October 20 web test found no tag on any link.
Current behavior: as of 2026-10-20 (manual test).
Why it matters: Websites receiving visits from Gemini count them as "Direct" traffic when no referrer or UTM arrives, which hides the value Gemini sends to publishers and brands.
Acceptance criteria:
- [ ] UTM-01: Landing URL contains `utm_source=gemini`.
- [ ] UTM-02: Same `utm_source` value on every surface and link location.
Verification: open https://attribution.now/t/check from Web, iOS app, Android app (incl. assistant) and confirm the referrer/UTM shown.
References: https://attribution.now/labs/google-gemini · https://attribution.now/best-practices
Title

Keep the referrer on Deep Research sources

Surfaces
Web, Workspace
Tests
REF-01, REF-03
Summary
Chat links send a referrer, but links in the "Researching websites" section of Deep Research were reported (May 2025) to use noreferrer, so those visits show as Direct.
Suggested fix
Use the same link component as chat answers: rel="noopener" without noreferrer, with a strict-origin-when-cross-origin referrer policy.
Copy prompt: fix in your coding harness
You are working in the codebase for Gemini (Web, Workspace).

Goal: improve attribution on outbound links so websites can see visits came from Gemini.

Current behavior (as of 2026-10-20, manual test):
Chat links send a referrer, but links in the "Researching websites" section of Deep Research were reported (May 2025) to use `noreferrer`, so those visits show as Direct.

Target behavior:
- REF-01: Request to the target carries `Referer` with the assistant's origin (e.g. `https://chatgpt.com/`).
- REF-03: Citation links use `noopener` without `noreferrer`; page/link referrer policy is `origin` or `strict-origin-when-cross-origin`.

Implementation guidance:
- Find where outbound links are rendered or opened for: deep research / research report.
- Web: remove `noreferrer` from citation links; keep `noopener`; set referrer policy to `origin` or `strict-origin-when-cross-origin`. Avoid `window.open(url, "_blank", "noopener,noreferrer")`.
- Add `utm_source=gemini` (the value already seen on links; publish it so sites can rely on it) using safe merging: keep existing query and fragment, never overwrite existing utm_* params, skip signed/expiring URLs.
- Native apps: open links so the platform passes what it can (Android Custom Tabs with an app referrer); rely on the UTM where no referrer is possible.
- Add tests using these vectors: https://attribution.now/tests#test-vectors

Verify by opening https://attribution.now/t/check from each changed surface; the page shows the referrer and UTM it received.

Reference: https://attribution.now/best-practices
Copy prompt: file a ticket
Create a ticket in our tracker for the following.

Title: Keep the referrer on Deep Research sources
Component: Web, Workspace — outbound links
Type: Improvement
Summary: Chat links send a referrer, but links in the "Researching websites" section of Deep Research were reported (May 2025) to use `noreferrer`, so those visits show as Direct.
Current behavior: as of 2026-10-20 (manual test).
Why it matters: Websites receiving visits from Gemini count them as "Direct" traffic when no referrer or UTM arrives, which hides the value Gemini sends to publishers and brands.
Acceptance criteria:
- [ ] REF-01: Request to the target carries `Referer` with the assistant's origin (e.g. `https://chatgpt.com/`).
- [ ] REF-03: Citation links use `noopener` without `noreferrer`; page/link referrer policy is `origin` or `strict-origin-when-cross-origin`.
Verification: open https://attribution.now/t/check from Web, Workspace and confirm the referrer/UTM shown.
References: https://attribution.now/labs/google-gemini · https://attribution.now/best-practices

Shipped

Full history on the changelog.

Last verified: 2026-10-20. Last checked: 2026-10-20.

Work on Gemini and see something out of date? Request a review and we will update the entry.

title
Gemini link attribution status
description
Referrer and UTM status for Gemini links, by surface and link location, with next improvements.